The brief

No football club has a fanbase quite like Celtic. So when adidas brought Scotland’s Premier League giants down under in 2022, the brief was simple, give the Bhoys – and their fans – the royal treatment.

The solution

Working with a team of Experience, Digital and Content Producers, I led the overall creative approach and experience design that was focussed on re-creating the Celtic Park experience and atmosphere with an Australian twist. Using Customs House on the shore of Sydney Harbour, the execution included:

• VIP Fan/Player meet and greets that included Australia’s very own - Ange Postecoglou (Celtic Manager).

• Player Q&A hosted by Scott McDonald (Former Australian and Celtic player)

• Iconic Celtic fan chant moments

• Digital activation and interactions to re-create the iconic Celtic Park TIFO takeover

All of this supported and facilitated by a adidas, JD sports and Celtic co-branded site overlay, with adidas verbal messaging and visual brand prominent across the entire activation to create brand awareness and a lasting legacy for fans.

Role: Creative Director